Time Out London launches as a freebie
02 August 2012
Time Out Group is launching Time Out London as a free distribution magazine, replacing the current paid-for weekly title, in a bid to broaden the reach of the magazine across the capital.
The first free edition will be available in autumn 2012 and will be distributed for free every Tuesday thereafter. Time Out expects to distribute more than 300,000 free copies each week, up from its current circulation of 50,000.
Similar to the paid-for magazine, Time Out London editorial mix will focus on highlights of London’s events and attractions across film, music, theatre, art, shopping, food and drink.
The move is intended to broaden the reach of Time Out magazine and allow the weekly printed title to better complement its digital offering, including the website, mobile and iPad apps.
The title will be distributed at London Underground stations, with additional copies given out as key cultural institutions, arts venues, bars, cafes, boutiques and shops.
The decision comes following feedback from current readers, non-readers and advertisers, all of whom said they would welcome a free entertainment weekly in London.
“We have had very positive feedback from across the agency landscape,” says Time Out chief executive Aksel van der Wal. “The new Time Out will give advertisers a quality, weekly vehicle for reaching a social and outgoing London audience, and complements our digital products.”
The free launch only relates to Time Out London. All other Time Out weekly magazines will continue to operate within their cities under their current model.
Jenni Baker, London